The above "tweet" from David Armano this past Friday has been sitting in the back of my mind the past couple of days. It was from Claudia Kotchka's presentation at the Institute of Design Strategy Conference.
As Alan wisely noted in response to one of my earlier posts, the behavior of agencies is often driven by the way their clients engage them. If you're a client-side marketer and you want to infuse more innovation into your marketing plans, or even into your products, listen to the essence of what Claudia Kotchka is saying.
Don't go to your agencies and ask them to create an _______ (ad, web site, etc.). Bring them the problem you're trying to solve and see what they come up with.